Fibre-conscious bread buyers
Households looking to replace white bread and focus mainly on wholemeal bread and fibre. Organic certification doesn’t have to be their first selection criterion.
Who is this choice relevant to?
Organic shoppers
Buyers who want their bread to fit in with their organic shopping and be able to recognise the organic label on the packaging.
Families getting used to wholemeal bread
Buyers who find the taste and texture a barrier when switching from white bread. A variety made with more finely milled wholemeal flour may be worth comparing.
What should you look for when choosing?
First, check that the bread is wholemeal if fibre is your main reason for switching. Then check the organic label separately, and compare the nutritional information and ingredients on the packaging of specific products.
| What to consider | What to check when buying | Who it matters to |
|---|---|---|
| Wholemeal and fibre | Look for the word wholemeal and compare the fibre per 100 g in different breads. | If I’m replacing white bread to focus more on fibre, I want to be sure my new bread is wholemeal. For around 50% of consumers, choosing wholemeal comes first. |
| Organic production | Check for the EU organic logo; check separately whether the bread is wholemeal. | If organic is my main requirement, I want to recognise the label on the packaging without assuming that the bread is also wholemeal. For around 38% of consumers, choosing organic is the top priority. |
| Taste and texture | See whether a more finely milled wholemeal variety or a smaller loaf suits what you’d like to try. | If my household isn’t keen on the texture of wholemeal bread, I want to try a variety we’ll enjoy first. For around 12% of consumers, making the switch manageable comes first. |
Common mistakes
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Assuming organic means wholemeal
Organic refers to how food is produced, not whether bread is wholemeal. According to the Netherlands Nutrition Centre, there is also no general evidence that organic food is healthier than conventional food.
Check both properties separately: look for the wholemeal label when choosing for fibre, and the EU logo for organic production.
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Relying only on the online product page
Ingredients, nutritional values and allergen information can change. Albert Heijn also makes this clear in its online product information.
Read the current packaging for the specific bread, especially if ingredients or allergens are important to your choice.
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Assuming every loaf contains the same amount of iodine
The Netherlands Food and Consumer Product Safety Authority sets out conditions for adding iodine through baker’s salt. This doesn’t mean that every loaf contains a fixed amount of iodine.
If you want to know which salt was used in a particular bread, check the product information or ask the baker or manufacturer.
Brands to compare
These brands offer examples of organic or wholemeal bread. Compare the features of the specific loaf; a mention here says nothing about the full range or availability at your local shop.
Albert Heijn
Albert Heijn lists AH Biologisch Robuust wholemeal rolls, an example for anyone looking to combine organic and wholemeal.
- The product name includes both organic and wholemeal.
- Albert Heijn warns that product information can change, so check the packaging.
Jumbo
Jumbo lists Biologisch Volkoren Meergranen Half, a smaller loaf option to consider.
- The product name combines organic, wholemeal and a half-loaf pack.
- Check the current ingredients and nutritional information on the packaging you buy.
Lidl
Lidl describes a kids’ wholemeal bread made with extra-finely milled wholemeal flour, which may be worth considering if texture matters.
- The description of the milling gives you a specific point of comparison for texture.
- This bread’s description says nothing about organic labelling on other Lidl breads.
ALDI
ALDI lists an extra-high-fibre wholemeal bread for anyone wanting to compare the nutritional information of wholemeal varieties.
- The product listing gives you a specific wholemeal variety to look at.
- Don’t assume it’s organic from the product name; check the current nutrition table too.
PLUS
PLUS lists organic bread in its range and also mentions a separate organic protein bread.
- The organic bread listings give you products whose features you can check.
- Organic protein bread isn’t automatically wholemeal; check the product name and ingredients.
Dirk
Dirk lists both wholemeal bread and a category for organic bread and other organic products.
- You can browse both bread categories specifically.
- For any specific loaf, check separately whether it is both organic and wholemeal.
Wholemeal bread options at Joybuy
These bread options may be relevant if you’re mainly looking for wholemeal bread to replace white bread. If you’re buying organic, check separately for the EU logo on the packaging; the products below are not labelled as organic here.
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Souq Lebanese Bread Whole Wheat, 6 P
An option if you’re looking for bread labelled Whole Wheat. Check the nutritional information and, if organic is a requirement, look for the EU logo on the packaging.
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Bolletje Rye Bread Bun, 500 g
An option if you’re looking for rye bread. Check whether it’s labelled wholemeal, and compare fibre only using the nutritional information per 100 g on the packaging. If you’re looking for an organic option, check for the EU logo too.
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Lekhaven Bakkerij Whole Wheat Country Round Bread, 550 g
An option if you’re looking for a round loaf labelled Whole Wheat. Check the baking instructions on the packaging before baking, and look separately for the EU logo if you want organic bread.
Frequently asked questions
Is organic bread automatically wholemeal?
No. Organic describes how the bread is produced, while wholemeal is a separate characteristic. Look for both labels on the packaging, and compare the fibre per 100 g if that matters to your choice.
How can I recognise organic bread?
Check for the EU organic logo on the packaging. The Dutch government states that organic is a protected term in the Netherlands for certified organic products.
Is organic bread automatically healthier than conventional bread?
You can’t assume that it is. According to the Netherlands Nutrition Centre, there is no general evidence that organic food is healthier than conventional food. If you want to compare breads for fibre, check the wholemeal label and nutritional information for the specific products.
Can I assume every loaf contains the same amount of iodine?
No, don’t assume there’s a fixed amount in every loaf. The Netherlands Food and Consumer Product Safety Authority sets out conditions for adding iodine through baker’s salt. If it matters to your purchase, ask what salt was used in a particular bread.
What should I check if I need to consider allergens?
Read the current ingredients and allergen information on the packaging of the bread you’re buying. Don’t rely only on the product name or an older online description.